If you’ve invested in an event app, the quickest way to demonstrate a return on that investment is to use it to drive sponsorship revenues. Here are five arguments you can make to sponsors.
1. It’s extremely popular with attendees
The more complex the agenda, the more people use an event app: at Expos, around 30-50% of people will download the app: at conferences, app uptake is between 60-80%. At corporate events, where delegates may be instructed to download the app, usage is typically 90-100%.
2. A list attendees are most likely to be using it
The attendees whose attention exhibitors are most anxious to attract are the ones using the app.
- Planners who want to maximize the value they get from an event;
- Social attendees who tend to be natural networkers and are invariably agents of influence;
- Event regulars for whom events figure prominently in the buying decision process; and
- Serious buyers who have money to spend and an urgent requirement to meet.
Clearly, sponsors need to use the app to get their brand and message in front of these people.
3. The app is what delegates use to help them decide what to do
Delegates use the app at breakfast or on their way to the venue; during sessions or breaks; or when navigating through the venue. Sponsors should take advantage of the app’s ability to deliver access to these delegates when they are actively planning their next move.
4. It’s most frequently used to access exhibitor information
Users access the app, on average, between 10 and 15 times per day! And more than two thirds of enquiries concern exhibitor information. An app banner makes it easy for delegates to find sponsors.
5. It’s at the heart of an attendees engagement with an event
Delegates use exhibitor and session info for research and the customized agenda to plan their time. They use interactive floor plans for information and directions; and scheduling capabilities to set up the meetings. The app should be the centerpiece of sponsors’ engagement with attendees.
In conclusion, app banner space is real estate every bit as valuable as physical space on the exhibition floor and is a huge opportunity for sponsors to: create multiple touch-points with the most important attendees; engage with them when they are most likely to be planning their next appointments and; increase the value of their participation at the event.
To find out more about how an event app can drive sponsorship revenues, sign up for our webinar.
Any corporate event will have considerable impact on the host’s brand, yet, event organizers often select their app vendor without reference to the larger considerations that will determine the success of the outcome. Asking yourself these five questions will help to ensure that you make the right app vendor decisions.
1. Is there sufficient breadth of functionality?
Are you able to configure the look and feel of your app to conform to your brand guidelines? Are you able to enhance engagement through pre and post-event surveys and live polling?
2. Is your vendor appropriately resourced to offer the support you need?
A robust Implementation Methodology will minimize problems. If anything does go wrong, a dedicated Account Manager will quickly understand and respond to issues while local support is essential for rapid problem resolution.
3. Are appropriate security measures built into the solution?
If the content at your event is confidential, ensure your systems are inaccessible to prying eyes in a manner that is compliant with your existing information security policies. It might also be helpful to segment materials based on e.g. seniority in the organization to restrict access to more sensitive information.
4. Are analytics and post-event evaluation part of the package?
You’ll want to know what worked best – which sessions were the most highly attended, which speakers the most highly rated, and which topics generated the most engagement. An experienced Account Manager can sit down with you after the event to evaluate its success and share best practice.
5. Are multi-device and multi-platform capabilities built into the solution?
Event attendees will be bringing tablets and smartphones which might be running Windows, Apple’s iOS or Android. You’ll want to be sure you can support all of these devices and platforms – or you’ll have some very unhappy attendees!
The app is a critical part of the attendee experience and, if you bear the above in mind, you will make an informed choice of app vendor providing you – and your attendees – with a rich and rewarding experience. Choosing an app vendor can be a long and time-consuming process and asking yourself these six questions will ensure that it is not an experience you will have to go through again anytime soon.
I love technology and face-to-face events. Thinking about how to meld the digital and live event experience makes me weak in the knees. But, there’s a lot of stupidity I see on the sales, venue and planner side. So in the interest of being less grinchy next year, these are my seven wishes that I think will make things better for everyone.
- #Eventtech salespeople: Do your research. Everyone has a competitor. If you’re an event app, you may have 50 competitors. Tech is a really crowded space. Don’t you dare say, you’re “the best” or there is “no one like” you. We all know that’s hooey. Show what differentiates you from the rest. And figure out how to explain how you will add value in a meaningful way to my attendees and my stakeholders.
- Meeting/event planners: Ask more questions. When you’re given a directive to include more technology into your meetings, ask “why?” Not in a snotty way, but in a way that helps your stakeholder define what the objective is for doing so. Too many meeting planners hear “incorporate technology,” and decide that adding an event app checks that box without ever thinking through what they’re trying to achieve or what the best tools for achieving that objective are. What a colossal waste of time and money.
- Salespeople: Talk to your developers. I can’t tell you the number of salespeople I speak with who have no idea how the tech they’re selling works. All they can do is go by rote during a pitch or demo. That doesn’t help anyone except the deeply vague and easily convinced. If I ask you about customization, using APIs or something else that might be off-script, you need to be able to improvise in an intelligent way, my friend.
- Planners: Develop an attendee communication and adaptation strategy. If you don’t communicate what you’re doing that’s new or what you expect your attendees to do, they’ll do nothing. And that’s a sure way to flush all that money you spent on #eventtech down the toilet. Draw out a marketing strategy that targets your attendees’ behavior. Outline the value proposition for their engagement. Define when and how you’ll communicate the benefits of adaptation to them. Make it as simple as possible for them to engage.
- Planners: Don’t expect people will do what you wanted. No matter how cool you made that game or app or digital collateral, chances are, your attendees won’t try to download it until they’re at registration. So what do you do now that you’ve got 1,000 people who didn’t read your pre-show marketing? Make sure you have an on-site training session or concierge set up to walk people through getting set up and engaged.
- Venue salespeople: Be honest about your broadband and WiFi capabilities. Stop assuming that a 100-person event means 100 connections. Estimate that means a minimum 300 connections (three devices/person) and be honest about whether or not your hotel or facility can handle that kind of traffic. If it can’t, be prepared to know what the solution for temporarily beefing up your service is or acknowledge that another venue might be more suitable.
- Planners: Realize that shiny and new = expensive, but that you do have options. Yes, having a hologram of your CEO stepping out onstage to welcome people would be awesome … if you have $100,000 to spend. You don’t? Then set up an augmented reality experience attendees can trigger with their phones to deliver the same content for a fraction of the cost. Again, it comes down to goals: If you know what you’re trying to accomplish, you’ll see options. If you just focus on the tool rather than the reason why you want to do something, your new year will be filled with obstacles.
What do you wish people would start or stop doing? Tell me in the comments below.